Attracting Clients With Incremental Marketing

Or do you gradually draw them closer using a series of pre-planned contacts designed to address their concerns and build their trust in you.

Too many service providers wait for potential clients to take that leap of faith. And in doing so, they force their would-be clients into making an all-or-nothing choice.

Prospects either say, “Yes, we want you” or they never contact you.

This is a high-risk strategy for both your prospect and yourself. It is risky for your prospect because they could feel as though they have to make a decision before they feel comfortable about working with you. They haven’t got to know you yet. Do they have all the information they need? How do they know if they do?

It’s a risky position for you because all your effort in attracting a prospect is hanging on this one all-or-nothing decision. Have you spoken with your prospect and impressed them with your insight and expertise? Have you had a chance to understand what your prospect really wants to achieve? Probably not.

A more effective way to attract clients is to create a path of contact points. At each point you give your prospect a reason to proceed to the next point.

I call this “Incremental Marketing”.

When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibility, and answer any concerns.

Get them to take the next step, not a leap of faith.

With this approach you’ll also have the opportunity to explain how you work with clients and suggest the best starting point for that particular prospect, such as – signing an agreement; conducting an evaluation or assessment; interviewing key stakeholders; making an appointment; conducting a demonstration etc.

Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.

The “path of contact points” will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.

Remember, in most cases prospects are looking to minimise their risk in choosing a service provider. They want to feel secure with their decision. Incremental marketing helps you to work with human nature, instead of fighting against it.

Don’t force prospects to take a leap of faith to choose you, because usually they won’t.

(c) 2005 Marketing Nous Pty Ltd

About the Author
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at (http://www.marketingnous.com.au).